Jolana from California
Raising The New Generation In A More Sustainable World

Meet the Moms: Introducing Jolana.

Meet Jolana from California

Meet Jolana, one of our UpChoose moms from San Francisco, California. Jolana is a first-time mom to an adorable little girl called Ronja. Becoming a mom led her to want to adopt more sustainable consumption behaviors, and she joined UpChoose when Ronja was born. You can follow her on Instagram @lolaslifeofficial.


What’s your name? Any nickname?

My name is Jolana Iten and my nickname Lola. I used to call myself Lola already as a kid! And it stayed with me my whole life.  

Live in? Grew up in?

I come from the Czech Republic, studied in Austria, Vienna. Moved there when I was about 10. It was a great opportunity! Although very hard at the beginning, as my parents stayed in the Czech Republic. It was an international project with kids from the Czech Republic, Slovakia, Hungary, and Austria. I came back to the Czech Republic to study at university. After I graduated, I got a job in Switzerland, where I met my husband and we moved to New York City for a couple of years. We currently live in San Francisco and we love it. 

You’re the mom of...

A perfect little human being named Ronja, 9 months. 

What made you want to be more careful about the things you buy for yourself or your family? Was there an “aha” moment or a specific event?

When we moved to NYC and I saw how this city is stuffed with things, clothes, plastic. Don’t get me wrong, I love NYC and will probably move back one day, but this has opened my eyes. I also worked in fashion and witnessed the number of materials being thrown away, waste of clothes, etc. So having the opportunity, to see behind the fashion scene, I knew I wanted to be more careful about the thing I buy for my family, as I want my daughter to grow up in a family where we care about the world we live in so that it’s a natural pattern for her. 

How did you get started? What were the first few changes you made?

Recycled fashion is a huge part of my life. That’s how I found out about UpChoose, as I was looking for used baby clothes. Didn’t want her to start her life with a bunch of clothes we’re gonna throw away after a couple of months. We also use eco-friendly diapers and cosmetics.


What are some benefits you have seen over time, are there things that worked well for you?

My daughter's skin is perfect! She’s a happy baby and that’s the best benefit.


I knew I wanted to be more careful about the thing I buy for my family, as I want my daughter to grow up in a family where we care about the world we live in.


Any tips you'd like to share with other new or expecting parents who just heard about these issues and trying to figure out their first steps?

Every baby is different, just believe in your instincts and don’t let yourself be hunted by brands. That’s what I’ve learned. You don’t have to read any book, that tells you how to take care of your baby and what/where to buy, which milestones to reach on the exact day, etc. You’ll know everything naturally when your baby is here. 

Can you tell us a bit about the set(s) you received from UpChoose so far? What did you pick and how have you used the platform so far?

Our first set was 0-3 months, classic style for mild weather, clothes only. And of course preloved :) I love similar natural colors and simple washing of clothes didn’t want to have to organize her clothes and wash different colors separately. There are better things to do than laundry! Our next set will be rented, so we are subscribers of UpChoose now. And I’m pretty sure we’ll love it. I am also really pleased I don’t have that stress “what do I do with these clothes?” As I don’t have time to sell them online, communicate with potentially interested moms, send every piece, etc.

Do you already have a favorite outfit or item from your UpChoose set(s)?

We love those white-footed onepieces. And this one.